Ten billion installs later: Why publishing isn’t just publishing anymore

Azur Games recently crossed 10 billion installs. That number means a lot, but what matters more is everything we’ve seen on the way there, all the changes in the market we’ve had to grow through. So now feels like the right time to talk about what’s next — for publishing, and for studios.

These days, if a team has a product that really needs backing — something serious, something with scale — they’re rarely just looking for a publisher. What they want is publishing plus investment. And that second part? It’s a whole different business. Together, it’s no longer traditional publishing, it’s something else entirely.